Fifty years using the wrong model of advertising

Robert Heath, Paul Feldwick

Research output: Contribution to journalArticle

39 Citations (Scopus)

Abstract

This paper investigates the dominance of the information processing model in TV advertising. Despite theoretical and empirical evidence that supports the importance of factors such as emotional content and creativity, the authors show that a rational information-based persuasion model, which pre-dates the development of formal marketing, persists in its domination of almost all TV advertising development and evaluation. It is postulated that this persistence derives from a sociological desire to maintain a positivist worldview of simplistic, well-ordered value systems operated by rational and predictable consumers. The authors suggest that both advertisers and researchers need to adopt a Critical Realism perspective in order to move beyond the philosophical straitjacket of this information processing model, and they summarise the implications that this has for current research practice.
Original languageEnglish
Pages (from-to)29-59
Number of pages31
JournalInternational Journal of Market Research
Volume50
Issue number1
Publication statusPublished - 2008

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Information processing
Marketing
Creativity
World view
Critical realism
Evaluation
Value systems
Empirical evidence
Persistence
Domination
Emotion
Persuasion
Factors

Cite this

Fifty years using the wrong model of advertising. / Heath, Robert; Feldwick, Paul.

In: International Journal of Market Research, Vol. 50, No. 1, 2008, p. 29-59.

Research output: Contribution to journalArticle

Heath, R & Feldwick, P 2008, 'Fifty years using the wrong model of advertising', International Journal of Market Research, vol. 50, no. 1, pp. 29-59.
Heath, Robert ; Feldwick, Paul. / Fifty years using the wrong model of advertising. In: International Journal of Market Research. 2008 ; Vol. 50, No. 1. pp. 29-59.
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